Tiki Barber talked a lot about celebrity influencers and working with spokespeople at the 2015 PRWeek Conference. Sixty-five percent of brands, big and small, use influencer marketing, according to Barber, and finding the right match between an individual influencer and a brand is key. But how should brands identify the right influencer with whom to work? And how involved with the product or project should they be? Watch Barber tackle these questions in the video below: